Ihe Influencing Factors of Gamified Marketing on E-commerce Platforms on College Students' Purchasing Behaviors

The subjects of the survey are college students who have participated in gamified marketing on e-commerce platforms. Therefore, the primary respondents of the questionnaire are college students, undergraduate students, master's students, and doctoral students. The survey questionnaire consists of three parts: demographic characteristics, e-commerce platform usage, and the main body of the questionnaire. Demographic characteristics. This section consists of four questions, covering gender, age, educational attainment, and monthly disposable income, mainly to understand the composition of participants in gamified marketing. E-commerce platform usage. This section is comprised of three questions, including the duration of consumers' engagement with e-commerce platforms, average online shopping expenditure, and whether they have participated in gamified marketing activities on e-commerce platforms. This is to understand consumers' habits and preferences in using e-commerce platforms and to select consumers who have participated in gamified marketing activities to complete the questionnaire. Main body of the questionnaire. It includes scales for measuring gamified marketing, user perception, and consumer purchasing behavior, consisting of 30 Likert five-point scale questions divided into seven groups, to measure consumers' subjective feelings.